Complementary Alternative Medicine

• By Douglas Maitland, Harry B. Ray
• Jan 01, 2001

Let your creative juices flow and discover different marketing techniques for complementary alternative products.

Complementary and Alternative Medicine (CAM) is now used or preferred by over 75 percent of the population and is seen as a viable option by the consumer public. This trend is reflected in the rapid growth of alternative medical services and products this past decade. Complementary or adjunctive therapies are used for symptom management and to enhance quality of life in addition to mainstream care. CAM can easily fit within a health product retail area to benefit sales and provide customer satisfaction.

Until recently there has been reluctantance by the medical communities to accept complementary alternative medicine. Historically, Western culture embraced the medical realm of pharmaceutical and surgical interventions. Focus on diagnoses and curing diseases motivated scientific and laboratory discoveries. Diagnosis and treatment for diseases and medical emergencies have been brilliant this past century.

Today we value embracing a blend of approaches that improve quality of life and meet the needs of the individual. Home health care is keeping a wise eye on the credible category of complementary retail products that blend knowledge and a natural approach.

An aging American population is resulting in increased chronic conditions. Baby boomers are better educated and expect self-care products to treat, prevent and promote wellness - on their own. They choose approaches that work for them, and often they prefer being proactive rather than solely relying on care directed by health care professionals. Individuals who tire of not achieving success with conventional health care approaches seek more than masking symptoms. Wisdom of treating the whole person leads to viewing natural options as viable solutions.

Until recently there has been reluctance on the part of the medical community to embrace alternative medicine.

This baby boomer generation is often in charge of their parents' well being. Longer life expectancy and an increase in home care has led to adults who want to be involved in the care of parents. Consumers look for fair price, safety, comfort, efficacy and ease of application.

Cost of complementary services and products are often paid out-of-pocket by individuals. Managed care is carefully watching millions of dollars being spent by consumers. An increasing number of health plans are gradually cooperating with demands to provide coverage of select services and products. Natural approaches can improve mood, attitude or minimize negative affects of disabilities, chronic or terminal conditions of patients, family or caregivers.

Medical supply industries are filling a void of decreased hospitalization days and hospital department services. Home health care staff now problem solve, assess and advise their customers.

Merchandising complementary products begins with staff training. Product information from suppliers, viewing videos and most importantly, experiencing products are the best teachers.

Lee Summers, RN, retail manager of Scooters Plus in Beaumont, Texas, stated her first order of herbal pillows did not even get out the front door. All my employees tried and bought them. I ordered more that same day."

Let your creative juices flow and discover different marketing techniques for complementary alternative products.

• Design a natural health corner.
• Provide a small microwave.
• Use a display kit with hands-on samples to touch and warm.
• Keep sample products in view for customers
• Interact when they show interest.
• Warm a herbal pillow and let customers feel against their back or
• Jars of herbal blends on natural wooden shelves to sample
• Have a testor of aromatherapy Pure Essential Oils, a diffuser or a CD with relaxing music and plant or two
• Place an easy chair or rocker close by.

These techniques offer a welcome surprise to customers accustomed to walls and shelves of medical supplies.

"Softening the approach, appealing to the senses provides a touch of TLC that many medical products may not offer," said Rosalind Karczewski, CEO of Portable CEO Systems. "These herbs, oils and music can improve any homecare setting and can be easily used by the family or consumer," she said.

Products that are pleasant, easily used, non-invasive and nurturing can improve everyone's attitude. Remember that it is not only the perceived 'patient' that requires products. Many caregivers need ways to reduce stress, improve sleep or improve their quality of life in small, cost-effective and delightful ways.

Pain associated with disabilities and disease has gained heightened acknowledgement. The Joint Commission of Healthcare Organizations (JCAHO) now requires all health care institutions to establish policies and procedures for pain assessment and management. Hospitals are to have programs in place by the end of 2001.

"Unrelieved pain has enormous physiological and psychological effects on patients and research clearly shows that unrelieved pain can hinder recovery, create burdens for patients and their families and increase the cost of care," Dennis O'Leary, M.D., president of JCAHO stated.

Registered nurses, therapists and certified staff involved in client assessments use pain and discomfort as guideposts for client education and recommendations. They build relationships and consumer trust with solutions. Suggesting complementary products is an opportunity to offer personal touch for customer comfort.

The following are four complementary health ideas for your retail areas.

• Warmth therapy
helps sooth, comfort, relax and increase circulation so pain is often quickly reduced.Warmed in the microwave, gently-weighted and conforming herbal flax pillows offer natural comfort without fear of side effects or interactions. They offer penetrating moist-like heat and are available in many designs for specific uses. Herbal blends often selected have lavender, cloves and marjoram for relaxing aromatherapy. Flaxseeds are an ideal grain that retain heat and offer pleasant aroma. Look for Herbal packs with removable covers of cotton or non-synthetic fibers that can be washed. Help customers select the shape or size that is easily managed to provide the greatest benefits. Offer unscented choices for those sensitive to herbs. Avoid direct heat over fresh injuries or surgical sites, tumor sites or irradiated tissue.

Making homemade socks filled with rice is an inexpensive alternative that can be suggested. Electric type heat packs are rarely advised but if used, turn off after 30 minutes.

For cold therapy, chill flexible and conformable flax herbal packs in a plastic bag in the freezer and apply for 15 to 20 minutes to relieve pain. Natural packs remain comfortable on skin. Cold is used for deep muscular pain caused by injury or if swelling is present. No more dripping ice bags is an added benefit of using herbal packs.

This treatment method should be avoided if peripheral vascular disease is present or on radiation damaged tissue.

• Pure Essential Oils and Aromatherapy
have properties that relax and reduce pain. Select familiar oilssuch as Lavender, Eucalyptus, or Marjoram. Sweet Orange Oil is delightful to uplift mood or decrease confusion. Add to other oils like grapeseed, canola or olive oil for massage. Add to bath (up to 15 drops in tub after water drawn) or a few drops in a sponge bath. Add a drop on tissue for inhaling or use a room diffuser.

Oils are distilled from dried flowers, plants, seeds, bark, leaves or roots. Tiny molecules of the concentrated plant oils dissipate into the air and are absorbed into the blood stream via the lungs. Topical application provides absorption through skin for specific effects.

• Massage
increases relaxation and circulation, reduces tension, improves sleep, increases range of motion and helps remove cellular waste. Massage provides positive effects for those with depression, anxiety or grief. Family and friends can learn simple techniques that work.

"Massage therapy is a complementary therapy, not an alternative anymore. It's of tremendous benefit, said Brad Stuart, MD. hospice medical director for the Visiting Nurse Association and Hospice of Northern Calif.

Offer networking for local licensed massage therapists. Provide a file of Therapists for customers to contact for home calls or available handicap accessible offices. Involving more complementary health care professionals leads to referrals for health care products. Call a therapist to offer chair massages for your next open house.

Know your state's licensing process and feel comfortable requesting credentials of a therapist.

• Music Therapy
incorporates soothing music that can affect attitude, mood and thoughts. Keep a CD softly playing in your natural health corner. Offer CDs and taped music without words for rhythmic focus and optimum benefit. Native American flute, classical guitar, classical music or nature sounds with quiet background music can be beneficial. Suggest earphones or headsets to aid concentration.

Offering natural comfort products can help those with discomfort continue to work, enjoy hobbies, enjoy recreation and function, optimally as possible with family and friends. Discover the impact of offering a natural touch to comfort and nurture in your retail area.

Please refer to your health care practitioners or professionals for diagnosis and treatment.

This article originally appeared in the January 2001 issue of HME Business.